Friends & Family is a Colorado-based non-profit group, aiming to serve & support the hospitality industry. From front-of-the-house to back-of-the-house, we were tasked to support this unique concept with equally unique branding.
As the organization name suggests, “Friends & Family” is a common term in the bar/restaurant community for discounts patrons get for knowing an employee or have loyally supported said establishment and is deserving of a reward in the form of a discount. We needed to create a logo to embody the inclusivity of all aspects of the service industry in attempt to both show the professionality of the organization and also to get new members.
We selected a strong yet not-trendy sans-serif font as the logotype. To create the feeling of establishment and history an optional texture was then applied to the text. Finally as a stand-alone brand-element we came up with a handshake to symbolize “coming-together.” From those who wear suits to those who are tattooed from head to toe, this logomark covers all bases to showcase their non-pretentious and inclusive mission.